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Abstract

Baby massage has long been known to be beneficial in helping baby's growth and development and is a hereditary tradition. The benefits of baby massage have been shown in various studies, but the lack of mother's knowledge about how to properly massage a baby also encourages mothers to seek baby massage services to both shamans and baby spas. These factors enable Bhakti Rahayu Hospital to develop Baby Care services in 2020 as a form of continuity of services provided to post-partum mothers. The purpose of this study was to analyze the marketing strategy of Baby Care services at Bhakti Rahayu Denpasar Hospital in 2020. The research design used was descriptive with a cross-sectional approach. Analysis was carried out by segmenting, targeting, and positioning of the Baby Care service, followed by determining the 4P (Product, Price, Place, and Promotion) marketing mix. Baby Care service has eight products at affordable and competitive prices, and activities carried out at home will make it easier for mothers to get services. Promotion of Baby Care services needs to be expanded and further evaluation needs to be done so that it can be known about the utilization of Baby Care services at Bhakti Rahayu Hospital Denpasar

Bahasa Abstract

Pijat bayi sejak lama telah diketahui bermanfaat dalam membantu tumbuh kembang bayi dan merupakan tradisi turun temurun. Manfaat pijat bayi telah ditunjukkan dalam berbagai penelitian, namun kurangnya pengetahuan ibu tentang cara memijat bayi yang benar turut mendorong para ibu mencari layanan pijat bayi baik ke dukun maupun baby spa. Faktor – faktor tersebut memungkinkan RSU Bhakti Rahayu untuk mengembangkan layanan Baby Care pada tahun 2020 sebagai wujud kontinuitas layanan yang diberikan kepada ibu pasca bersalin. Tujuan penelitian ini adalah untuk menganalisis strategi pemasaran layanan Baby Care RSU Bhakti Rahayu Denpasar tahun 2020. Desain penelitian yang digunakan adalah deskriptif dengan pendekatan potong lintang. Analisis dilakukan dengan melakukan segmentation, targeting, dan positioning dari layanan Baby Care, dilanjutkan menentukan bauran pemasaran 4P (Product, Price, Place, dan Promotion). Layanan Baby Care memiliki delapan produk dengan harga yang terjangkau dan kompetitif, serta kegiatan yang dilakukan di rumah akan mempermudah ibu dalam mendapatkan layanan. Promosi layanan Baby Care perlu diperluas dan evaluasi lebih lanjut perlu dilakukan sehingga dapat diketahui mengenai pemanfaatan layanan Baby Care di RSU Bhakti Rahayu Denpasar.

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